مجلة الإستراتيجية والتنمية
Volume 16, Numéro 1, Pages 404-421
2026-01-01

The Relationship Between Social Network Marketing And Organizational Performance: A Field Study Of Service Organizations In Guelma City



Authors : Belkebir Boumediene . Boukalkoul El-hadi .

Abstract

This study aims to investigate the relationship between social network marketing and organizational performance within a sample of service establishments in Guelma city. A total of 112 questionnaires were randomly distributed among employees in the study area. The findings indicate that service establishments in Guelma city significantly rely on social network marketing. The results also showed that organizational performance in these organizations is at a high level. Furthermore, the study revealed a positive correlation between some dimensions of social network marketing and organizational performance, with the exception of YouTube. Finally, the study confirmed the existence of a significant effect of social network marketing on organizational performance in service establishments in Guelma city.

Keywords

Marketing ; Social Networks ; Social Network Marketing ; Organizational Performance ; Service establishments

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